DESCRIPTION: A five-month promotional campaign surrounding the re-launch and new packaging for Galliano in the mid-Atlantic Region.

PARAMETERS: 6 Italian spokes models dressed in designer clothing drove three "Fly Yellow" Ferraris to events throughout Maryland, Washington, DC and the Eastern Shore. An MSP support crew traveled with the team setting up over 300 events and prepping 31,000 yellow roses with a "Message from Galliano" for distribution. 600 guests were invited to the kick off party at a local Go-Kart track featuring Galliano, an Italian buffet and unlimited Go-Kart racing competition for bartenders, managers, owners and retailers.

PROMOTIONAL IMPACT: Successfully introduced the new packaging while making a high profile impression with consumers and retailers. Follow up flower distribution kept the brand in the forefront at bars and restaurants weeks after the Italians had left town.